旅游者对旅游“非营利”理念的感知研究——基于扎根理论  

Research on Tourists' Perception of “Nonprofit Philosophy” in Tourism Development: Based on The Grounded Theory

作　　者：熊伟[1] 胡洋[1] 

机构地区：[1]华南师范大学旅游管理系,广东广州510631

出　　处：《旅游科学》2012年第2期67-76,94,共11页Tourism Science

基　　金：广东省哲学社会科学规划项目<珠三角星级酒店组织气候对组织学习能力的影响研究>(09GO-09)

摘　　要：旅游资源从根本上看具有公益性特点,与"非营利"理念高度契合,两者相互结合的研究具有现实的必然性和理论的可行性。本文采用扎根理论的研究范式分析了旅游者对旅游"非营利"理念的感知,主要结论有:(1)旅游者普遍认为旅游"非营利"理念目前在我国几乎不存在,但却是大势所趋;(2)旅游者对旅游"非营利"理念的期望发展方向在宏观上表现为政府法规监管等9大方面;(3)旅游者对旅游"非营利"理念的期望发展方向在微观上表现为21个小范畴,且在健全监督机制、税收优惠等方面的期望较为集中。(4)旅游者对于如何从自身做起践行"非营利"理念的认知程度很低,国人的旅游"非营利"理念亟待培养。Tourism resources are characterized of public welfare, which means that it＇ s development needs the ＂ Nonprofit Philosophy＂. Therefore doing some research on ＂ Nonprofit Philosophy＂ in tourism industry is feasible both in theoretical and practical aspects. By an analysis of travelers＇ perceptions of ＂Nonprofit Philosophy＂ in tourism industry based on Grounded Theory, we draw the following conclusions ： （ 1 ） it is currently almost non-existent in tourism industry, but tends to be. （2） The expected directions of development are focused on 9 macroscopic aspects including laws and regulations, supervision and management, financial support and macro regulation, etc. （3） The expected directions of development are manifested in 21 microcosmic aspects among which more focus is on expectations on perfecting legal system and supervision mechanism, developing concept and tourist service in tourism industry. （4） Few travelers know that what they can do for the development of ＂Nonprofit Philosophy＂ in tourism, therefore some new tourism awareness should be nurtured.

关 键 词：扎根理论 旅游 旅游者 “非营利”理念 感知 

分 类 号：F590[经济管理—旅游管理]